Celebrate Thanksgiving with a flavorful plant-based feast
San Francisco, CA [October 17, 2022] –– The Plant Based Foods Association (PBFA), the first and only U.S.-based trade organization supporting plant-based food companies, is excited to announce our partnership with Hannaford, a top retail chain of more than 180 stores and 26,000 associates with roots in the Northeast United States, for the “Plantsgiving” campaign.
This first-of-its-kind Thanksgiving campaign is designed to encourage shoppers to explore all the innovative and delicious plant-based options available in Hannaford stores and add them to their carts. The goal of this unique shopper marketing campaign is to make it easy for shoppers to meet all the needs–and thrill the tastebuds–of all their guests this holiday and try the latest and greatest plant-based foods.
From October 30th through November 26th, Hannaford stores will promote plant-based options from 10 sponsor brands and their own Nature’s Promise. Shoppers can also find inspiring recipe ideas on the campaign website plantsgiving.org to aid their menu planning. Some of the featured dishes include Crave House™ Plant-based Meatballs with Rustic Marinara, Lightlife™ Tempeh Stuffed Acorn Squash, Impossible™ Sausage Made from Plants Stuffing, and Banana Bread made with Kite Hill(R) Almond Milk Yogurt.
“We are proud to partner with PBFA and the incredible participating plant-based brands for the Plantsgiving campaign,” said Hannaford Supermarkets Assistant Category Manager Chris Chagnon. “We are committed to offering our customers fresh and convenient options, and this partnership will make it even easier for shoppers to discover delicious, plant-based items to enjoy both this holiday season and beyond.”
The Plantsgiving campaign is the second annual shopper marketing campaign from PBFA and Hannaford. The 2021 “Spring Into Plant-Based” Campaign generated a 17% sales increase for participating PBFA brands. As PBFA retail sales data shows, the market for plant-based foods is now over $7.4 billion, and engaging with and fostering shopper loyalty with the plant-based consumer is of great value to retailers. Hannaford is already an industry leader in its thought leadership efforts and commitment to expanding plant-based assortment and signage throughout the store, and this is yet another significant effort to proactively respond to consumer demand and meet their shoppers’ needs. From plant-based roasts, meats, milks, and cheeses, Hannaford is working to show consumers that there is a plant-based option for everyone.
The campaign will employ numerous marketing tactics over the month-long campaign period including digital and print advertisements, My Hannaford Rewards targeted digital coupons, and a dedicated website with educational content and recipes.
“We are excited to continue our successful partnership with Hannaford and bring together this group of innovative brands to meet growing consumer demand for delicious, flavorful plant-based options for their holiday celebrations,” said Jen Jacobs, PBFA’s director of marketplace development, retail and e-commerce. “Plantsgiving is an opportunity to not only showcase the breadth and variety of plant-based foods available in Hannaford stores but provide education and inspiration for consumers, illustrating our collective commitment to growing the plant-based food category in retail.”
10 brands, predominately PBFA members, are participating in the campaign: Crave House, Field Roast, Hodo Foods, Impossible Foods, Kite Hill, Lightlife, Miyoko’s Creamery, RightRice, Sweet Earth Foods, and Vitalite.
“We are proud to be partnering with Hannaford again,” said Shannon Toyos, CMO of Kite Hill. “It’s the perfect time of year to try both a delicious and more sustainable, plant-based alternative to dairy-based yogurts, cheeses, and spreads.”
If you live in the Northeast, you can participate in our Plantsgiving campaign at your local Hannaford either in-store or online. Regardless of your location, if you would like to show how you are ‘Celebrating #Plantsgiving’ this season, please share and tag us on social for a chance to be featured on PBFA’s Facebook, Twitter, or Instagram.
Check out the campaign’s website here: plantsgiving.org
Graphic assets for the campaign can be accessed here.
About the Plant Based Foods Association
The Plant Based Foods Association (PBFA) is the only trade association in the U.S. representing over 320 of the nation’s leading plant-based food companies. PBFA’s mission is to champion, strengthen, and elevate our members and the plant-based food industry. PBFA empowers the industry by advocating for government policies that allow fair competition while expanding market opportunities for retail, distribution, and foodservice to support the continued growth of the plant-based foods industry.
About Hannaford Supermarkets
Hannaford Supermarkets operates 185 stores in the Northeast, most with full-service pharmacies. Stores are located in Maine, New York, Massachusetts, New Hampshire, and Vermont. All are committed to offering great fresh food, convenient experiences and everyday low prices. Hannaford also is an active and committed community partner—focusing on fighting hunger, supporting youth development, and helping people live healthier lives. Hannaford is an industry leader in sustainability with a strong commitment to reducing waste and protecting the environment. Hannaford diverts or donates all food at risk of going to waste—sending no food to landfills. In 2020, Hannaford donated more than 25 million pounds of food to hunger relief organizations and prevented 65 million pounds of food waste from reaching landfills. Hannaford employs nearly 30,000 associates and is based in Scarborough, Maine. Additional information can be found at Hannaford.com.
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Author Kate Good
